Connect with us

Business Marketing

7 ideas for cross-promotion with other small businesses

With shrinking budgets for small businesses, cross-promotion is an age old method professionals use to spread word about their company. There are 7 methods that can expand your reach ranging from print to web cross-promotion, many at no cost at all.

Published

on

Spreading word about your business

Getting the word out about your small business takes a lot of work. You start out by enlisting the help of close friends, family members, and current and previous business associates. But soon that isn’t enough to get you to your end goal—a solid professional reputation and an increased profit. While there are thousands of ways to advertise your business, there are often monetary constraints for small business pros. Even with these constraints and limitations, small businesses can effectively market their brands through cross-promotion with other, complementary small businesses.

Print collateral

Display print collateral – One of the simplest ways to cross-promote is by displaying or distributing print collateral—brochures, calendars, business cards, and flyers—in a waiting room, next to the cash register, or mailed with statements, invoices, or business correspondence. When you’ve found the right business—or several businesses—to pair with, trade printed material. This will ensure that your business is made visible to potential customers, customers that would ultimately benefit from your products or services. If you’re looking for a low-friction way of cross-promoting your brand, this is it.

Events

Co-sponsor an event – This will allow you to cut your event costs in half, and it ensures you get the other company’s audience and customers in attendance, which will only benefit your company’s marketing efforts and outreach. Depending on the nature of your business, you can choose to hold a local, national, or even online event geared toward your target audience. Whichever you choose, make sure all companies with which you’re cross-promoting have equal visibility. This will strengthen your professional relationships now so they can still be of use to you in the future.

Incentives

Start a referral program – Offer discounts or rewards for those customers who refer business to your partner’s store and vice versa. This is a fantastic way to create a network of consumers. Remember, again, this only works if you cross-promote a complementary business rather than a competing one. The latter is rarely a good idea. A referral program will encourage your customers to spread the word about your business and your cross-promotion partner’s business. Everyone benefits.

Mailers

Swap mailing lists – While this effort obviously gives you even more potential customers, the ethics of such an act continues to be debated. After all, haven’t we all been annoyed when we’ve discovered a company has sold or traded our information? Instead of swapping all the information on your mailing lists, you can provide your current customers and clients the option of being contacted by a partner or affiliate. Alternatively, featuring a peripheral business to yours on mailers to your clients while being featured on mailers to their clients is a common method for this type of swap. This will keep your professional reputation unsoiled and give you the opportunity to lengthen your own mailing list.

Web efforts

Trade online content – While this type of cross-promotion requires a lot of valuable time in creating the content, it’s one of the most beneficial ways to market your brand on a small budget—or even if you have a large budget, for that matter. Write a guest blog post, general website content, or informative, on-topic articles. This online content can help establish your reputation as being knowledgeable in your field or industry. If you can write content that is informative and valuable, you’ll have a stream of users checking out your site, too. The challenge here is in finding like partners that would mutually benefit.

Seminars

Offer a workshop or educational class – You and your cross-promotion partner can hold an educational workshop or class that’s related to your industry. Each of you—or a representative of your business—should speak or teach a class, but also include other guest speakers or teachers. The more valuable information you provide to the attendees, the more in-demand your workshop or class will be. Having as many influential “experts” involved will only increase the hype of your educational event.

Co-office

Share valuable office space – Just as tax accountants temporarily take up residence in major grocery stores during tax season, consider sharing valuable office space with your partner, and vice versa. It can be a small office, booth, or even right outside the front door. Hand out brochures, business cards, and be available to answer questions or to pass out free samples. This method can be more effective than just having your partner display your print collateral, because your potential customers can put a face to a brand, which makes your business more relatable and personable. It doesn’t matter if you set up one of your employees there permanently or you only use some space a few times a month, this is a great way to network with your target audience.

Cross-promotion is an easy way to market your business directly to the right consumers and while sticking to your marketing budget. Partnering with a complementary business expands your professional outreach, betters your reputation in your industry, and puts you in contact with the right people at the right time. Consider your cross-promotion options carefully and be selective about potential partners, as the wrong partner can have as much of an impact on your business as the right one.

The American Genius Staff Writer: Charlene Jimenez earned her Master's Degree in Arts and Culture with a Creative Writing concentration from the University of Denver after earning her Bachelor's Degree in English from Brigham Young University in Idaho. Jimenez's column is dedicated to business and technology tips, trends and best practices for entrepreneurs and small business professionals.

Continue Reading
Advertisement
4 Comments

4 Comments

  1. Steve Martin

    March 20, 2012 at 3:38 pm

    All great, inexpensive ideas for small business owners! Great article!

  2. Maria Eves

    April 16, 2012 at 10:25 pm

    7 ideas for cross-promotion with other small businesses hey thanks for that Charlene…really truly a great insight to the many ways..

  3. Pingback: 3 Inexpensive Marketing Ideas to Reach A Large Local Audience

  4. Pingback: Offices to let near Brinnington - Pear Mill

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Coworkers are not your ‘family’ [unpopular opinion]

(MARKETING) “I just want you to think of us as family,” they say. If this were true, I could fire my uncle for always bringing up “that” topic on Thanksgiving…

Published

on

family coworkers

The well-known season 10 opener of “Undercover Boss” featured Walk-On’s Bistreaux & Bar. Brandon Landry, owner, went to the Lafayette location where he worked undercover with Jessica Comeaux, an assistant manager. Comeaux came across as a dedicated employee of the company, and she was given a well-deserved reward for her work. But I rolled my eyes as the show described the team as a “family.” I take offense at combining business and family, unless you’re really family. Why shouldn’t this work dynamic be used?

Employers don’t have loyalty to employees.

One of the biggest reasons work isn’t family is that loyalty doesn’t go both ways. Employers who act as though employees are family wouldn’t hesitate to fire someone if it came down to it. In most families, you support each other during tough times, but that wouldn’t be the case in a business. If you’ve ever thought that you can’t ask for a raise or vacation, you’ve probably bought into the theory that “work is a family.” No, work is a contract.

Would the roles be okay if the genders were reversed?

At Walks-Ons, Comeaux is referred to as “Mama Jess,” by “some of the girls.” I have to wonder how that would come across if Comeaux were a man being called “Daddy Jess” by younger team members? See any problem with that? What happens when the boss is a 30-year-old and the employee is senior? Using family terminology to describe work relationships is just wrong.

Families’ roles are complex.

You’ll spend over 2,000 hours with your co-workers every year. It’s human nature to want to belong. But when you think of your job like a family, you may bring dysfunction into the workplace.

What if you never had a mom, or if your dad was abusive? Professional relationships don’t need the added complexity of “family” norms. Seeing your boss as “mom” or “dad” completely skews the roles of boss/employee. When your mom asks you to do more, it’s hard to say no. If your “work mom or dad” wants you to stay late, it’s going to be hard to set boundaries when you buy into the bogus theory that work is family. Stop thinking of work this way.

Check your business culture to make sure that your team has healthy boundaries and teamwork. Having a great work culture doesn’t have to mean you think of your team as family. It means that you appreciate your team, let them have good work-life balance and understand professionalism.

Continue Reading

Business Marketing

These tools customize your Zoom calls with your company’s branding

(BUSINESS MARKETING) Zoom appears to be here to stay. Here are the tools you need to add or update your Zoom background to a more professional – or even branded – background.

Published

on

Zoom call on computer, but there's more options to customize.

If you haven’t had to deal with Zoom in 2021, you may be an essential worker or retired altogether. For the rest of us, Zoom became the go-to online chat platform around mid-March. For several reasons, and despite several security concerns, Zoom quickly pushed past all online video chat competitors in the early COVID-19 lockdown days.

Whether for boozy virtual happy hours, online classes for school or enrichment, business meetings, trivia nights, book clubs, or professional conferences, odds are if you are working or in school, you have been on a Zoom call recently. Many of us have been on weekly, if not daily, Zoom calls.

If you are the techy type, you’ve likely set up a cool Zoom background of a local landmark or a popular spot, a library, or a tropical beach. Comic-con types and movie buffs created appropriate backgrounds to flex their awesome nerdiness and technical smarts.

Many people have held off creating such an individualized background for our virtual meetings for one of any number of reasons. Perhaps it never occurred to them, or maybe they aren’t super comfortable with all things techy. Many people have been holding out hope of returning to their offices, thus seeing no need to rock the boat. I’m here to tell you, though, it’s time. While I, too, hope that we get the pandemic under control, I am realistic enough to see that working or studying from home will continue to be a reality for many people for some time.

Two cool, free tools we’ve found that can help you make your personal Zoom screen look super professional and even branded for business or personal affairs are Canva and HiHello. While each platform has a paid component, creating a Zoom background screen for either application is fairly simple and free.

Here’s how:

Canva is the online design website that made would-be graphic designers out of so many people, especially social media types. It’s fairly user-friendly with lots of tutorials and templates, and the extremely useful capabilities of uploading your own logo and saving your brand colors.

Using Canva, first create your free account with your email. It functions better if you create an account, although you can play around with some of the tools without signing up. The fastest way from Point A to Point B here is to use the search box and search for “Zoom backgrounds.” You now can choose any one of their Zoom background templates, from galaxy to rainbows and unicorn to library books or conference rooms. Choose an inspirational quote if you’d like (but really, please don’t). Download the .jpg or .png, save it, and you can upload it to Zoom.

To create a branded Zoom background in Canva, it will take slightly more work. It was a pain in the butt for me, because I had this vision of a backdrop with my logo repeated, like you see as a backdrop at, you know, SXSW or the Grammys or something. Reach for the stars, right?

OK, the issue with this was that I had to individually add, resize, and place each of the 9 logos I ended up with. I figured out the best way to size them uniformly (I resized one and copied/pasted, instead of adding the original size each time (maybe you’re thinking “Duh,” but it took me a few failed experiments to figure out that was the fastest way to do it).

Once you have your 9 loaded in the middle of the page, start moving them around to place them. I chose 9, because the guiding lines in Canva allow me to ensure I have placed them correctly, in the top left corner, middle left against the margin that pops up, and bottom left. Same scenario for the center row.

Magical guide lines pop up when you have the logo centered perfectly, so I did top, middle, and bottom like that, and repeated for the right hand margin. Then I flipped them, because they were showing up in my view on Zoom as backward. That may mean they are now backward to people on my call; I will need to test that out! Basically, Canva is easy to use, but perhaps my design aspirations made it tricky to figure out.

Good luck and God bless if you choose more than 9 logos to organize. Oh, and if you are REALLY smart, you will add one logo to a solid color or an austere, professionally appropriate photo background and call it a day, for the love of Mary. That would look cool and be easy.

HiHello is an app you can download to scan and keep business cards and create your own, free, handy dandy digital business card. It comes in the form of a scannable QR code you can share with anyone. Plus, you can make a Zoom background with it, which is super cool! It takes about five minutes to set up, truly! It works great!

The Zoom background has your name, the company name, and your position on one side and the QR code on the other. The QR code pulls up a photo, your name, title, phone number, and email address. It’s so nifty! And the process was super easy and intuitive. Now, If I took my logo page from Canva and made that the background for my HiHello virtual Zoom screen, I would be branded out the wazoo.

Remember there are technical requirements if you want to use HiHello on a Mac. For example, if you have a mac with a dual core processor, it requires a QUAD. However, on a PC, it was really simple.

Continue Reading

Business Marketing

Finally: A smart card that manages employee spending with ease

(BUSINESS MARKETING) Clever credit cards make it easier for companies to set spending policies and help alleviate expense problems for both them and their employees.

Published

on

Spendesk showing off its company credit cards.

Company credit cards are a wonderful solution to managing business expenses. They work almost exactly like debit cards, which we all know how to use, am I right? It is the twenty-first century after all. Simply swipe, dip, or tap, and a transaction is complete.

However, keeping up with invoices and receipts is a nightmare. I know I’ve had my fair share of hunting down wrinkled pieces of paper after organizing work events. Filling out endless expense reports is tedious. Plus, the back and forth communication with the finance team to justify purchases can cause a headache on both ends.

Company credit cards make it easier for companies to keep track of who’s spending money and how much. However, they aren’t able to see final numbers until expense reports are submitted. This makes monitoring spending a challenge. Also, reviewing all the paperwork to reimburse employees is time-consuming.

But Spendesk is here to combat those downsides! This all-in-one corporate expense and spend management service provides a promising alternative to internal management. The French startup “combines spend approvals, company cards, and automated accounting into one refreshingly easy spend management solution.”

Their clever company cards are what companies and employees have all been waiting for! With increasing remote workforces, this new form of payment comes at just the right moment to help companies simplify their expenditures.

These smart cards remove limitations regular company cards have today. Spendesk’s employee debit cards offer companies options to monitor budgets, customize settings, and set specific authorizations. For instance, companies can set predefined budgets and spending category limitations on flights, hotels, restaurants, etc. Then they don’t have to worry about an employee taking advantage of their card by booking a first-class flight or eating at a high-end steakhouse.

All transactions are tracked in real time so finance and accounting can see purchases right as they happen. Increasing visibility is important, especially when your employee is working remotely.

And for employees, this new form of payment is more convenient and easier on the pocket. “These are smart employee company cards with built-in spending policies. Employees can pay for business expenses when they need to without ever having to spend their own money,” the company demonstrated in a company video.

Not having to dip into your checking account is a plus in my book! And for remote employees who just need to make a single purchase, Spendesk has single-use virtual debit cards, too.

Now, that’s a smart card!

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!